Positioning is the heart of any Marketing Strategy, the core that you must get right. It does not matter whether you start with a clearly defined target group or with a differential value proposition: you will need end up with a clear segment or segments upon which we build our Marketing Plan.
This course is part of the Marketing Strategy Specialization
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Marketing Strategy SpecializationIE Business SchoolAbout this Course
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Learner Career Outcomes
17%
started a new career after completing these courses
20%
got a tangible career benefit from this course
Shareable Certificate
Earn a Certificate upon completion
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Course 2 of 5 in the
Flexible deadlines
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Beginner Level
Approx. 11 hours to complete
English
Subtitles: Arabic, French, Portuguese (European), Italian, Vietnamese, German, Russian, English, Spanish
Skills you will gain
Market SegmentationMarketing ProcessPositioning (Marketing)Value Proposition
Learner Career Outcomes
17%
started a new career after completing these courses
20%
got a tangible career benefit from this course
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Course 2 of 5 in the
Flexible deadlines
Reset deadlines in accordance to your schedule.
Beginner Level
Approx. 11 hours to complete
English
Subtitles: Arabic, French, Portuguese (European), Italian, Vietnamese, German, Russian, English, Spanish
Offered by
IE Business School
IE Business School is an internationally recognized business school where the leaders of tomorrow shape their ideas and learn to become global citizens. For over 40 years, IE Business School has promoted innovation and change in organizations, equipping managers with an entrepreneurial mindset that generates employment, wealth, and social well-being.
Syllabus - What you will learn from this course
2 hours to complete
Positioning introduction
In the first module, the positioning concept is introduced and connected to the Marketing Process. Moreover, the market environment analysis is covered and the reasons for going ahead with the positioning are outlined.
2 hours to complete
7 videos (Total 25 min), 3 readings, 2 quizzes
3 hours to complete
Segmentation
In the second module, the focus is on the first element of positioning: The market segmentation. During the module the segmentation concept is covered, together with the reasons for segmenting, the criteria and models that could be used for running the segmentation.
3 hours to complete
10 videos (Total 41 min), 4 readings, 3 quizzes
2 hours to complete
Differentiation and Value Proposition
In the third module, the second element of positioning is addressed: Value proposition and differentiation. Both the value proposition and differentiation concepts are presented, following up with how to come up with them effectively and potential strategies to be followed.
2 hours to complete
9 videos (Total 35 min), 4 readings, 2 quizzes
4 hours to complete
Positioning
In the fourth module we speak about positioning itself. The positioning concept is analyzed and practical tools are shared to define it . Furthermore, key marketing strategies and market trends affecting positioning are offered.
4 hours to complete
12 videos (Total 58 min), 8 readings, 3 quizzes
Reviews
TOP REVIEWS FROM POSITIONING: WHAT YOU NEED FOR A SUCCESSFUL MARKETING STRATEGY
by SNAug 2, 2019
Very valuable information, which gives you clear idea about trends impact and how to start your marketing strategy Explanation of professor is excellent when it comes to examples, but content wise
by PKJul 8, 2017
Quite a nice overview of the basics of positioning, defining value to customers and provides a nice high level view. On the negative side: Some of the readings are hard to access on the warc site.
by NKDec 20, 2016
Professor Ignacio elaborated the concept of positioning in a detailed manner. 5C's are very nicely explained. The videos are short and engaging which helped in increasing concentration.
by SApr 19, 2020
I found this course on positioning helpful and it also clears my doubts. I learn some key concepts that are new to me. Overall good course to learn about marketing esp positioning.
About the Marketing Strategy Specialization
Do you hear the word “marketing” on a daily basis, but aren’t sure what marketing really is or why your business needs it? Do you know that marketing is important to your company, product, or service, but aren’t sure where to start?
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